Filofax in global digital marketing push

Personal organiser brand set to launch a new product and fashion newsletter

Personal organiser brand set to launch a new product and fashion newsletter

Filofax will deploy Emailvision’s email marketing solution, Campaign Commander, as the international retailer looks to maximise campaign revenues and boost brand loyalty online and in store.

The retailer has a strong digital presence and the ability to integrate social media channels such as Twitter and Facebook into ongoing email campaigns is essential. Campaign Commander supports the sharing of email promotions, offers and newsletters via social networks, according to the provider. It can also help identify and track top influencers in mailing lists.

Additionally, the on-demand email marketing platform offers Filofax an intuitive user interface, which replaces an existing bespoke in-house solution. It will also help the retailer to identify new marketing segments within existing customer data sets and to build lists based on demographic and behavioural characteristics.

It was Emailvision’s support and service teams on the ground in the seven markets Filofax operates across that proved decisive in the retailer’s decision to partner with Europe’s largest email service provider. In addition to the UK, Filofax also has subsidiaries in France, Germany, US, Italy, Denmark and Sweden.

Underpinning newsletter reach

Filofax UK will be launching a new Product and Fashion edition of its newsletter to be split by gender when it goes live in May. The newsletter will feature, among other things, special offers and discounts for online customers. It will also encourage customers to contribute their personal Filofax stories, while showing them some of recent conversations other customers have had on Facebook along with other social networks.

“We have a very loyal customer base of highly engaged brand advocates. As such retention-based marketing has played a significant role in our online strategy to date,” said Jess Stephens, group e-marketing manager at Filofax. “Building on that we want to understand our customers even better than we do already.”

“That data has always been there, however putting it inside our solution will make it far more accessible and simpler to segment,” said Nick Gold, regional manager, Northern Europe at Emailvision. “Personalising campaigns will improve the relevancy and help Filofax to achieve higher campaign revenues.”